Donor Trends Looking Up

02-03-2012

A comprehensive new study published in theChronicle of Philanthropyof over 17,500 donors across the country showed both positive news and interesting trends for nonprofit fundraising in 2011. The survey, which included donors from a wide range of charitable groups, showed that only 7% of donors plan to decrease giving this year compared to 17%. On top of that, 25% of donors surveyed said that they plan to increase giving in 2011. Good news for nonprofits this year! This survey also offered up some interesting new trends that are emerging this year.

One of the strongest trends the survey showed was the importance of Internet giving. Three quarters of donors between the ages of 35 and 64 said that they prefer giving online, and half of people over the age of 65 said that they would give online, the first time this age group has reported feeling comfortable with online giving.

The survey showed that part of the reason that donors are more willing to give online is because of the perceived lower cost of soliciting donations. Donors are becoming increasingly frustrated with expensive direct mailings and donation gifts. Over solicitation also seems to be a source of frustration among donors, actually causing many donors to contribute less if an organization sends them too many direct mailings in a single year.

Additionally, The Chronicle of Philanthropy reported that among its list of the 400 charities that raise the most from private funders, online giving grew by 34% last year, a trend that is expected to continue increasing in 2011. These organizations also reported that in order to facilitate this rising trends in online giving, many are updating websites to make the experience of giving online more personal. These updates include not just ways to give, but ways for donors to get involved in the organization as well.

With overall increased giving, and more people looking to the Internet for their donations, it is worth it to explore the option of accepting donations online. Using the Internet is a great way to attract donors to your organization and allow them to quickly find your mission and see the impact. Online giving can help grow a donor base. However, we believe that using traditional methods of cultivating generosity amongst donors still works best to keep donors involved your organization.

If you are interested in exploring the options available with online giving, or learning more about cultivating a strong donor base, Krisp Communications would love to speak with you!